The world is seeing a definitive pendulum shift away from traditional TV viewing, according to new research from Accenture.
The report found that viewership for long form video content, such as movies and television on a TV screen, has declined by 13 percent globally over the past year and by 11 percent in the United States. Similarly, the report found sports viewership on TV screens declined by 10 percent globally and nine percent in the United States.
Nearly all age brackets reported double-digit declines in TV viewing globally, with 14- to 17-year-olds abandoning the TV screen at the rate of 33 percent for movies and television shows and 26 percent for sporting events. This decline continues for 18- to 34-year-olds at 14 percent for movies and television shows and 12 percent for sporting events, and for 35- to 54-year-olds, at 11 and nine percent, respectively. It does, however, flatten among the 55 and older crowd, at six percent and one percent respectively.
To that point, the report found that more than a third (37 percent) of consumers own a combination of smartphones, laptops/desktops, and tablets. Among those who plan to buy a TV, 61 percent expect to buy a connected TV, and 25 percent are planning to buy a 4K TV, an increase of seven percent over last year. These purchasers report that they use these devices to access all kinds of content on a daily basis.
As consumers view more content online, the quality of online service is becoming a growing concern. According to Accenture’s analysis, 89 percent of consumers watch long form video on connected devices, but many report issues with their viewing experience. The primary complaint among more than half (51 percent) of respondents watching online video was poor Internet service. They complained about too much advertising placement (42 percent); buffering, or the time it takes for video to start playing, (33 percent); and loss of sound or distortions during play (32 percent). At the same time, respondents said they would pay for online video service if it included greater content variety, less advertising, and better video quality.
Google’s Thomas Riedl (Global Head of Android TV Partnerships) has been confirmed as a speaker at this year’s TV Connect (28 – 30 April 2015 ExCel, London). In a special keynote appearance, ‘Launching Android TV,’ Riedl will use the world’s leading connected entertainment event to present Google’s new connected TV platform in detail.